So here it is. You’re a CMO, you have a roadmap stretching over three quarters, and a team that’s already busy. And then you think, “What if we worked with a marketing agency?” Good idea! But before signing anything, it’s best to prepare the ground well.
Working with an agency can be like a dance. If one doesn’t follow the rhythm or if we don’t know who’s leading, it ends up in a sprain (of budget or schedule, take your pick).
Here’s the ultimate guide, made by Donutz Digital, to help you dance in rhythm with the perfect agency.
But First, What is a Marketing Agency Really?
An agency has its share of experts: strategists, creatives, SEO specialists, SEA, social media managers, etc. The goal? To make your brand take off.
Some marketing agencies (like ours 😇) are full digital, with SEO, SEA, or even SEO & GEO services. Others have a more traditional DNA.
Also read: Our digital marketing expertise
The CMO’s Role: Conductor of the Collaboration
As a CMO, you are the link between your company and the marketing agency. You define the vision, objectives, and above all, you align internal and external teams.
Your Key Responsibilities:
- Clarify business issues.
- Co-create the strategy.
- Monitor KPIs (and not just the shiny ones).
- Ensure good communication and avoid the black box agency syndrome.
Why an Agency Can Change your Life (or at Least your KPIs)
Working with a marketing agency is a bit like ordering a chef’s dish when you’re tired of cooking every night: it’s efficient, fast, and often better.
Concrete Advantages:
- Ultra-specific expertise (you can’t be an expert in everything, even if you’ve read all of Seth Godin’s books).
- Time-saving to focus on where you have the most value to add.
- Flexibility: one-off campaigns or long-term missions, you choose.
- Boosted creativity: a good agency challenges you and gets you out of the “we’ve always done it this way” mindset.
How to Choose the Right Agency (and Avoid Marketing Speed-Dating)
1. Define your Needs
Before looking for an agency, ask yourself: why are you looking for one?
Tip: Don’t look for a “cheap and fast generalist agency”. It’s a myth. (And it often ends in disillusionment.)
2. Do a Real Benchmark
- Explore their client cases.
- Read their blog articles: are they educational? Inspiring?
- Call them! The human fit matters.
👉 Discover our achievements here
The culture fit should not be underestimated. You’re going to work hand in hand. If you like agility, an offbeat tone, and the agency swears only by rigid, lengthy processes… it might not work out.
Set your Objectives
No objectives = no direction = everyone rowing blindly.
Use the SMART method: Specific, Measurable, Achievable, Realistic, Time-bound.
Example:
❌ “We want more leads”
✅ “Increase qualified leads by 25% in 6 months via LinkedIn Ads”
Little bonus: share these objectives in a well-crafted brief.
Communication is Key
Yes, you have a lot of meetings. No, that’s not an excuse not to talk to your marketing agency. Good communication is:
- Clear weekly check-ins if needed (15 to 30 min, no more).
- Tracking tools (Trello, Notion, ClickUp or even a simple Google Sheet).
- A shared Slack (watch out for kitten GIFs, it can quickly get out of hand).
Measure, Learn, Optimize (the Holy Trinity of Marketing)
As a CMO, you must:
- Track useful KPIs (no, Instagram likes don’t pay salaries).
- Ask the right questions to the marketing agency: “What have we learned?” rather than “Why didn’t it explode?”
- Accept to adapt strategies (spoiler: what worked in January won’t necessarily work in June).
(Common) Mistakes to Avoid
🚫 Not briefing the agency properly
🚫 Leaving the project on autopilot (“they’re pros, right?”)
🚫 Changing direction every two weeks
🚫 Treating the agency as a supplier, not a partner
In Summary (Because We Love TL;DRs)
Collab’ with an agency = great idea. But:
✅ Choose it well
✅ Communicate effectively
✅ Measure, adjust, repeat
✅ And most importantly: be involved without micromanaging
Are you ready to take action?
👉 Talk to an expert from the Donutz Digital team!
